These are the slides for my Oct. 2 presentation on the Complete Community Connection to the Washington Newspaper Publishers Association.

1. The
Complete
Community
Connec0on
Steve
Bu(ry
Washington
Newspaper
Publishers
Associa;on
October
2,
2010
sbu(ry@tbd.com

2. Resources
for
further
reading
• Blueprint
for
the
Complete
Community
Connec;on
&
Mobile-­‐First
Strategy
on
my
blog:
stevebu(ry.wordpress.com
• tbd.com
• @stevebu(ry
on
Twi(er
• #wnpa
on
Twi(er
• Slideshare.net/stevebu(ry

6. Graphic
from
Reflec;ons
of
a
Newsosaur
by
Alan
Mu(er

7. “Publishers
can’t
stand
being
the
first
to
do
anything
innova;ve.
…
When
confronted
with
a
poten;ally
game-­‐changing
idea,
the
first
ques;on
publishers
always
ask
is,
‘Who
else
is
doing
it?’
That
phrase
could
well
stand
as
the
industry’s
epitaph.”

8. This
change
is
tectonic,
not
cyclical

9. College
students’
media
use

10. Newspaper
Next

11. N2
lessons
for
C3
• Jobs
to
be
done
=
opportuni;es
• “Good
enough”
opens
doors
to
new
avenues
of
excellence
• Poten;al
markets
exceed
what
you
can
imagine
(or
what
research
can
project)
• “Beware
the
sucking
sound
of
the
core”

12. Read
more
in
C3
blueprint

13. C3’s
new
rela0onships
For
the
public:
We
will
be
their
essen;al
connec;on
to
community
life
—
news,
informa;on,
commerce,
social
life.
Like
many
Internet
users
turn
first
to
Google,
your
community
should
turn
first
to
C3,
whatever
the
need.

14. C3’s
new
rela0onships
For
businesses:
We
will
be
their
essen;al
connec;on
to
customers,
oeen
making
the
sale
and
collec;ng
the
money.

15. Our
current
rela0onship
with
business
customers
• Huge
expense
line
in
budget
• Lots
of
inefficiency
• Ad
rates
dropping
• Ad
revenues
dropping
• Lots
of
digital
compe;;on

16. C3’s
revenue
approach
• Move
beyond
adver;sing
• Direct
sales
(;ckets,
reserva;ons,
gie
registries,
gie
cer;ficates)
• Lead
genera;on
&
targeted
ads
• Sponsorships,
memberships
&
events
• Mobile
ads
&
applica;ons
• Handle
mul;ple
needs
(yes,
compe;ng
ads)

17. The
C3
rela0onship
with
business
partners
• Revenue
line
in
budget
(expense
line,
too)
• Delivering
high
value,
tailored
to
needs
• One-­‐stop
shop
for
connec;ng
with
customers

18. Community
Content
• Driving
• Home
• Conversa;on
• Calendar
• Local
knowledge

19. Driving
• How
oeen
do
you
buy
a
car?
• How
oeen
do
you
drive,
gas
up,
service
car?
• Databases,
conversa;ons,
services
focused
on
drivers’
everyday
needs

22. Driving
• How
oeen
do
you
buy
a
car?
• How
oeen
do
you
drive,
gas
up,
service
car?
• Databases,
conversa;ons,
services
focused
on
drivers’
everyday
needs
• Connect
auto
services
with
drivers
(emergency
repair
services)

32. Personal
content
• Births
• Divorce
• Youth
milestones
• Jobs,
pets,
holidays,
• School
food,
interests,
health
• Gradua;on
• Illness
• College
life
• Empty
nesters
• Military
service
• Re;rement
• Weddings
• Reunions
• Parenthood
• Obituaries

34. Gradua0on
• Many
newspapers
gather
mugs,
names
anyway
for
gradua;on
sec;on
• Launch
page
for
each
graduate
• Senior,
family
fill
in
stories,
photos,
videos
• Gie
registry
• Fill
in
school,
target
ads
appear
• Fill
in
career,
sign
up
for
email,
text
alerts

35. Entertainment
• Tradi;onal
entertainment
in
digital
form
• Entertainment
news
• User-­‐generated
entertainment,
events
• Games

36. Business
services
• Direct
sales
• Local
search
• Communica;on
&
marke;ng
services

37. Enriched
news
content
• What’s
happening
now
(Twi(er,
liveblogging,
real-­‐;me
video,
traffic,
scanners,
live-­‐streaming)
• Community
engagement
in
news,
enterprise,
sports
coverage
• Storytelling
(narra;ve,
mul;media,
interac;ve,
games)
• Aggrega;on,
cura;on

41. What’s
your
social
media
strategy?

42. Mobile-­‐First
Strategy

43. Upheaval
&
Opportunity
• 82%
of
adults
use
cell
phones
• 23%
of
adults
live
in
household
w/
cell
phone
&
no
landline
• 35%
of
adults
have
cell
phones
w/
apps
• Avg.
cell
phone
user
has
18
apps
Source:
Pew
Internet
&
American
Life
Project

46. Mobile
opportunity
Source:
Borrell
Associates,
“Mobile
Adver;sing
&
Promo;ons
Forecast”

47. Mobile
opportunity
Local
mobile
ad
opportunity
is
bigger
than:
Sources:
Borrell
Associates
&
Newspaper
Associa;on
of
America

48. Mobile
opportunity
Local
mobile
ad
opportunity
is
bigger
than:
• Newspapers’
2009
ad
revenue
drop
Sources:
Borrell
Associates
&
Newspaper
Associa;on
of
America

49. Mobile
opportunity
Local
mobile
ad
opportunity
is
bigger
than:
• Newspapers’
2009
ad
revenue
drop
• Newspapers’
retail
ad
drop
2005-­‐2009
Sources:
Borrell
Associates
&
Newspaper
Associa;on
of
America

50. Mobile
opportunity
Local
mobile
ad
opportunity
is
bigger
than:
• Newspapers’
2009
ad
revenue
drop
• Newspapers’
retail
ad
drop
2005-­‐2009
• Total
2008
newspaper
classified
revenue
Sources:
Borrell
Associates
&
Newspaper
Associa;on
of
America

51. Mobile
opportunity
Local
mobile
ad
opportunity
is
bigger
than:
• Newspapers’
2009
ad
revenue
drop
• Newspapers’
retail
ad
drop
2005-­‐2009
• Total
2008
newspaper
classified
revenue
• Any
newspaper
classified
ver;cal
at
peak
Sources:
Borrell
Associates
&
Newspaper
Associa;on
of
America
Details:
stevebu(ry.wordpress.com

52. Mobile-­‐first
strategy
• Text
messages
• Email
• Applica;ons
• Tweets,
check-­‐ins,
other
social
media
• Loca;on-­‐based
news,
info
&
commerce
• Easy-­‐to-­‐use
mobile
web
sites
• Device-­‐flexible
(not
device-­‐agnos;c)

53. A
mobile-­‐first
project
Community
going
to
distant
event
• Twi(er
hashtag
•
Video
of
• Photo
contests
synchronized
photos
• Text
alerts
•
Local
ad
sales
•
Mobile
coupons
to
• Liveblog
restaurants,
bars
• Map
•
Collaborate
w/
• Short
code
media
in
host
city

54. Mobile-­‐first
strategy
• Execu;ves
emphasize
mobile
priority
• Journalists
focus
on
mobile
news
&
info
delivery
&
presenta;on
• Tech
staff
focuses
on
mobile
apps
• Designers
focus
on
mobile
design
• Sales
staff
meets
business
customers’
mobile
needs

55. What
can
you
do?
• Use
Twi(er
on
your
phone.
A
lot.
• Use
Foursquare
(don’t
sync
w/
Twi(er)
&
check
in
regularly
(yeah,
become
a
mayor).
• Use
several
apps
(including
yours)
on
your
phone.
• Lead
company
planning
of
mobile-­‐first
strategy.
• Appoint
&
empower
mobile
leader.

56. In
mee0ngs
next
week
…
• Plan
mobile-­‐first
coverage
of
an
event.
• Plan
mobile-­‐first
service
for
business
customer.
• In
rou;ne
planning
mee;ngs,
ask
about
hashtags,
maps,
short
codes,
Ushahidi.
• Change
a
weekly
or
daily
planning
mee;ng
to
a
mobile
planning
mee;ng.

57. Ques0ons?
Ask
ques;ons
now,
by
email
(sbu(ry@tbd.com)
or
DM
(@stevebu(ry)

58. Resources
for
further
reading
• Blueprint
for
the
Complete
Community
Connec;on
&
Mobile-­‐First
Strategy
on
my
blog:
stevebu(ry.wordpress.com
• tbd.com
• @stevebu(ry
on
Twi(er
• Slideshare.net/stevebu(ry

59. When
did
your
organiza;on
excel
in
the
face
of
huge
obstacles?

70. Transforma;on
is
your
big
story
Don’t
let
obstacles
become
excuses